Tubi Report Shows On-Demand Streaming Holds Highest Attention Levels

Tubi’s annual cultural insights report has found that streaming remains the most engaging entertainment channel and on-demand streaming holds the highest levels of attention.

90 percent of viewers reported the highest levels of engagement while streaming TV shows and movies, compared to attending live events (82 percent) and scrolling social media (79 percent).

On-demand streaming holds the highest levels of attention for 90 percent of viewers, outpacing channel-based streaming with 78 percent and cable or satellite with 71 percent. 77 percent say they would rather select content on-demand than tune into scheduled programming.

Viewing preferences are becoming more personal and community-driven, with 65 percent of viewers saying they feel part of a community based on the movies and shows they watch. This is up 15 percent year-over-year. Movies and TV shows lead fandom categories, with 50 percent of viewers purchasing apparel to demonstrate their loyalty, 37 percent purchasing subscriptions and 30 percent purchasing live experiences.

67 percent of viewers agree they are more likely to support brands when their fandoms are reflected in advertising. 74 percent say they are loyal to streaming services that support their fandoms, and 68 percent say they feel seen when a platform helps them discover a new niche or emerging fandom.

Nostalgia viewing remains nearly universal, with 97 percent of respondents interested in watching content released more than ten years ago. The primary driver is quality, with 63 percent citing superior style and storytelling as the top reason for revisiting older titles. 24 percent, meanwhile, do so to stay engaged in cultural conversations. 79 percent of respondents think streaming services should remind them of content they used to love and not just promote new releases.

Demand for originality is rising, with 76 percent of respondents saying they would prefer original content over remakes or franchise extensions, up 12 percent year-over-year. For Gen Z, this goes up to 78 percent.

Creator-led content is rising in demand as well. 68 percent of respondents agree that digital creator content feels more original than most traditional TV and movies, and 63 percent say watching creator content feels no different than streaming a TV show. 37 percent want platforms to bring existing creator content onto streaming services, 36 percent want creators cast in original programming and 33 percent want ads for creator content featured on platforms.

Free streaming continues to be desirable as subscription costs continue to rise and consumers sort out their bills. 84 percent agree that watching ads is a fair trade-off for free content, and 83 percent say ads feel more acceptable on free platforms. 76 percent say they would rather watch content on a free platform with ads than on a paid platform with ads, up 8 percent year-over-year. 73 percent say they would prefer to watch ads and get an extra coffee each month rather than pay full price for an ad-free service, up 10 percent year-over-year and 15 percent since 2024.

Consumers’ feelings around ads are improving, with 32 percent saying they do not mind ads during streaming, up 14 percent year-over-year. 18 percent—an 11 percent increase year-over-year—say ads enhance their experience. 78 percent say that ads are more acceptable when they are relevant to their interests.

This comes as 74 percent report that they have ended or would end a subscription due to price increases. 54 percent cite password-sharing crackdowns as a key reason to cancel.

“Tubi has built a deeply engaged audience by putting fandom at the center of a premium streaming experience that is completely free,” said Cynthia Clevenger, senior VP of B2B marketing at Tubi. “This year’s insights show viewers are loyal to platforms that champion their passions, they continue to turn to nostalgia for quality storytelling and are embracing original creator-led IP. Free streaming is taking mindshare and creating a powerful opportunity by turning passion into performance as audiences actively participate in culturally resonant on-demand experiences.”